Case Study · Healthy Meal Delivery · Kyiv
A measured paid engine that kept selling for two and a half years
Well Kitchen delivers balanced, ready-made meal plans across Kyiv. In a crowded market they didn’t need a one-off spike — they needed dependable online orders, month after month. We built a fully tracked, multi-channel engine and ran it for 104 weeks straight, letting budget follow what actually sold.
- Client
- Well Kitchen
- Sector
- Healthy meal delivery
- Model
- E-commerce / subscription
- Market
- Kyiv
- Channels
- Google · Meta · Facebook
- Duration
- 104 weeks
- Focus
- Tracked online sales
- Period
- Mar 2023 – Aug 2025
01 — The Challenge
Sustained orders in a crowded market — not a one-month spike
Kyiv’s healthy meal-delivery space is competitive and price-aware, with several established players fighting for the same subscribers. Well Kitchen needed a paid engine that produced profitable orders consistently — across seasons, holidays and platform changes — for years. On top of that, the site launched with no GA4, and the audience splits across Russian and Ukrainian search, so relevance and measurement both had to be fixed before scaling.
02 — The Strategy
Measure first, mix deliberately, then sustain for the long run
Fix the tracking so every order is attributable, run each Google campaign type as its own measurable line, and keep optimising week after week — adding a Meta and Facebook layer once the core was proven.
Rebuild the tracking
Migrated the site to GA4 and tracked the full path — form opens, submits, click-to-call, chat starts and sales — so budget could follow real orders, not guesses.
Each channel measured apart
Search, Performance Max and Shopping each ran as a separate, measurable line — with bilingual (RU/UA) ads matched to the query — so spend moved to whatever sold most efficiently.
104 weeks of tuning
Continuous pruning of weak campaigns and reinvestment into proven ones — then a Meta and Facebook prospecting layer added in late 2024 to widen the top of the funnel.
03 — Execution
A full-funnel engine, measured end to end
The work behind the consistency
A measured account, language-matched ads and a tracked path from click to sale — maintained for over two years rather than run hot and abandoned.
- ✓ Migrated the site to GA4 and rebuilt full conversion tracking
- ✓ Search, Performance Max & Shopping each measured separately
- ✓ Bilingual RU/UA ads matched to the language of each query
- ✓ Tracked the full path — forms, click-to-call, chat starts and sales
- ✓ Added a Meta + Facebook prospecting layer from late 2024
- ✓ 104 weeks of pruning weak campaigns and reinvesting in proven ones
04 — The Results
A funnel that turned clicks into repeat orders
240K Google impressions · a Facebook prospecting layer from late 2024 adding 135K impressions and 61 leads · all measured on GA4 — forms, calls, chat and sales tracked end to end.
05 — Why It Worked
Three habits that kept orders coming for years
Measured before scaling
GA4 and full-path tracking meant budget always followed real, attributable sales — so scaling never meant flying blind.
Ran the right mix
Search, Performance Max, Shopping, Meta and Facebook each had a job and a separate line — budget moved to whatever drove profitable orders.
Stayed the course
104 weeks of pruning and reinvesting — the kind of consistency that turns paid media into a dependable sales channel, not a gamble.
“I'm happy with the results of the advertising campaigns on Google and Instagram. Dmytro really knows the ad platforms and consistently advised me on growing my business.”
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